Case Study: “Why Satellite?  Why Hughes?  Using PR to Educate and Create Awareness in the Market”

Hughes Network Systems (Hughes) is the global leader in providing broadband satellite networks and services.  When Hughes decided to aggressively pursue business in the government space, they turned to ConnellyWorks, Inc. (CWI) to educate the market about the need for satellite solutions and services and to create awareness of the Hughes brand. 

The Market Challenge

Hughes is rooted in a strong history of innovation and success.  As the engineering excellence behind such transformational technologies as the Ku band Very Small Aperture Terminal (VSAT) and SPACEWAY® 3, Hughes earned brand credibility with its target markets – large enterprises, small businesses, and consumers.  Hughes’ decision to aggressively enter the U.S. government market in 2006, however, provided a new challenge:  introducing the government customer to the value of satellite solutions and services.  Viewed as a “niche” technology reserved for space-based agencies such as the National Aeronautics and Space Administration (NASA) or select defense agencies, satellite technologies had not been widely used in government.  To succeed in this market, Hughes needed to change the conversation and make satellite technology a part of the government requirements discussion.  The market needed to begin asking, “Why satellite?” and then, “Why Hughes?”

Speaking the Language of Government – the CWI Difference

Hughes turned to CWI in the spring of 2007 to provide public relations support designed to educate the government market about the need for satellite broadband and to create awareness of the Hughes brand.  CWI worked with the Hughes team to understand its business goals and customer targets, as well as how its solutions and service offerings meet agency mission-critical requirements. 

CWI developed a public relations plan for Hughes with strategic and tactical elements, designed for short-term needs and to serve as a building block for long-term success in the government market.  CWI identified key government drivers that linked to Hughes core competencies, recommended industry and government alliances, and mapped public relations activities to its key business goals.  CWI also recommended and implemented a broad array of proactive and reactive public relations tactics such as:  writing and distributing press releases, writing and placing op-ed pieces, pitching stories, generating quote opportunities, identifying and securing speaking engagements, identifying and securing award opportunities for Hughes and its government customers, facilitating analyst briefings, and maximizing public relations opportunities through event participation. 

Hughes continues to rely on CWI’s market expertise and public relations savvy to drive its outreach and brand awareness efforts in the government and defense markets today.  

Key Results

CWI has helped Hughes to educate government leaders and to build its brand in the market by delivering quality public relations support.  Some examples of key public relations successes include:

• Writing and placing op-ed pieces in Federal Times, Government Security News, Military Information Technology, MilSat Magazine, and Satellite Magazine

• Generating major coverage in Defense Systems, Federal Computer Week, Federal News Radio, Government Computer News, Homeland Defense Journal, MilSat Magazine, Network World, Satellite Today, SIGNAL Connections, Tech Bisnow, Urgent Communications, Washington Business Journal, The Washington Post, and Washington Technology

• Securing speaking engagements for Hughes executives at key events:  Airborne Networks Conference, CPM East, Florida Institute of Technology’s Conference on Global Preparedness  GSA’s Network Services Conference, GSA’s Network Services SIA panel, ISCe 2009, Navy SIA Satcom User’s Conference, Satellite 2009, SIA Army Satcom User’s Conference at LandWarNet, and TechNet Mid-America  

• Developing winning/finalist award nominations for Hughes government customers for key industry awards, including the Federal 100,  GovCon, and the IAC Intergovernmental Solutions Award

• Facilitating briefings with analysts from key firms in the government community, including Forrester, Frost & Sullivan, and Government Insights

Since CWI began its public relations efforts, the market dialogue has changed – federal, state, and local governments have begun to issue proposal requests and task orders against existing contract vehicles in Hughes’ target business areas:  emergency management, telework, and distance learning. 

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